Doing business in Switzerland resembles doing business in the U.S. in many ways, including overall equality between men and women. However, Swiss business culture is slightly more formal and conservative than in America, and first impressions and appearance are crucial to ensuring business success. Maintain professionalism at all times, whether you’re attending a business meeting or socializing at a restaurant or bar.

Communication Style

In Switzerland, businesspeople usually get down to business quickly, spending only a few minutes on small talk. They maintain clear lines between their professional and personal lives, and frown upon inquiring about private matters such as someone’s marital status, age or religion. Also, communication is formal and businesslike. Jokes or banter might not go over well. They also address each other by their titles and last names, and you should only use someone’s first name if invited.

Dress to Impress

The Swiss don’t necessarily place great importance on designer labels, but they do respect someone who dresses well. Men should wear suits and ties; women should wear suits or dresses. Attire should always be neat and conservative. While some companies have adopted a more casual style, visitors from other countries should err on the side of formality. The Swiss dislike obvious displays of wealth, so aim for subdued rather than showy. Women should adopt a natural look that's neutral and simple but not drab.

Gender Roles

As in the United States, in Switzerland women are viewed as equals in the business world. However, not many hold high-ranking positions, and some industries, such as banking and finance, are still male-dominated fields. Women from other countries will typically find it easy to conduct business and will be accepted as equals by their male counterparts. In a business setting, men can introduce themselves to women, but outside the workplace, the woman should initiate the interaction.

Regional Differences

Switzerland’s population consists of French-, German- and Italian-speaking groups. Customs and expectations differ between regions, and what might make a good impression in one area might hurt your reputation in another. Those of German heritage are more apt to speak their mind than those from other backgrounds. They also tend to spend less time on small talk when beginning meetings. People from French- or Italian-speaking areas take a more flexible approach to business and decision-making than do those of German heritage, who can seem rigid to outsiders.